Artistic Leader

12South Music

Balancing time as Founder of a successful Creative Development and Artist Consultation firm [12South Music] and a nationally touring Recording Artist, Michael Shoup pulls from both the creative and business sides of the industry. He has toured from SXSW to CMJ, with the Stone Temple Pilots to Stephen Schwartz, and worked for acts from Lady Antebellum to Brad Paisley and Taylor Swift.

Pioneering web-based creative development with 12South Music, Michael has developed a system for promoting and analyzing content that has aided rookie and veteran artists alike.